体验营销视域下的图书产品设计研究

发布时间：2018-03-03 07:25

本文选题：体验营销　切入点：读者体验　出处：《青岛科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：在推动传统出版和新兴出版融合发展的背景之下,满足用户个性化需求,强化用户理念,注重用户体验成为出版业的行业趋势。学界对体验营销的研究较完善,但对图书体验营销的研究相对欠缺,且多集中于对线下实体书店体验营销策略方面的研究,忽视前端出版流程中的体验营销研究,鉴于此本文以体验营销研究的视角梳理出版业行业现象,研究体验营销在图书前端出版流程即产品设计过程中的应用,从读者体验角度和图书前端出版流程角度两个线索出发,研究图书体验营销视域下的图书产品设计。论文总分为四章,第一章分析图书体验营销的研究现状与不足,总结提出图书体验营销的读者观、过程观和产品观,指出在图书产品设计过程中运用体验营销思维涵盖两方面的内容,一是从刺激读者体验角度出发设计图书产品,即在形式产品中添加体验;二是让读者直接参与图书产品的生产过程,即体验就是产品。第二章从读者体验出发,研究基于感觉体验、感受体验、思维体验、行动体验、关系体验五种体验类型的图书产品设计。第三章研究图书产品设计流程中的体验营销,读者身份转变为联合出版人,直接参与到选题策划、组稿、稿件编辑、装帧设计环节中来。第四章阐释体验营销视域下读者参与图书产品设计的新模式,以及新模式带来的出版商业价值逻辑的重塑,总结体验营销视域下的实体书设计趋势,反思体验营销视域下图书产品设计的误区,以期对图书产品设计起到一定的借鉴作用。
[Abstract]:Under the background of promoting the integration of traditional publishing and new publishing, to meet the individual needs of users, to strengthen the concept of users, and to pay attention to user experience has become the industry trend of publishing. However, the research on the experience marketing of books is relatively lacking, and most of them focus on the experience marketing strategy of offline physical bookstores, ignoring the experience marketing research in the front-end publishing process. In view of this, this article combs the publishing industry phenomenon from the experience marketing research angle, studies the experience marketing in the book front end publication process namely the product design process application, starts from the reader experience angle and the book front end publication flow angle two clues, The thesis is divided into four chapters. The first chapter analyzes the present situation and deficiency of book experience marketing, and summarizes the reader view, process view and product view of book experience marketing. It is pointed out that the use of experience marketing thinking in the course of book product design covers two aspects: one is to design book products from the perspective of stimulating readers' experience, that is, to add experience to the formal products; The second is to let readers directly participate in the production process of book products, that is, experience is the product. The third chapter studies the experience marketing in the design process of book products. The reader identity is transformed into a joint publisher, who directly participates in the topic selection planning, the organization of manuscripts, and the editing of manuscripts. Chapter 4th explains the new model of readers' participation in book product design from the perspective of experience marketing, and the remolding of the logic of publishing commercial value brought by the new model, and summarizes the trend of physical book design in the field of experience marketing. Rethinking the misunderstanding of book product design from the perspective of experience marketing, in order to play a certain reference role in book product design.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB472;G232

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